About Bona Vita
Overview
Bona Vita is a Philippine health and wellness brand best known for its Bona Vita Coffee 8-in-1, an herbal coffee blend marketed as a functional beverage. The brand operates under Ed-Jire Herbal Products, a company founded in 2016 by husband-and-wife entrepreneurs Edgardo Cerezo and Teresita (Terrie) Cerezo. Over the years, Bona Vita has expanded from a single coffee product into a broader portfolio of health beverages, nutritional supplements, and wellness products while building a direct-selling and dealership network across the Philippines. [1]
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Brand Name: Bona Vita
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Parent Company: Ed-Jire Herbal Products
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Founded: October 2016
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Founders: Edgardo Cerezo and Teresita (Terrie) Cerezo
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Headquarters: Pasig City, Metro Manila, Philippines
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Industry: Health & Wellness, Functional Foods, Herbal Products
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Primary Products: Herbal coffee, chocolate beverages, collagen drinks, supplements, and wellness products
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Business Model: Retail sales, dealerships, and network marketing/distribution [1]
History
Bona Vita traces its origins to October 2016, when founders Edgardo and Teresita Cerezo established Ed-Jire Herbal Products from a modest 20-square-meter condominium unit in Mandaluyong City. According to the company, the business began with the goal of promoting healthier lifestyles while creating employment opportunities through wellness products. [1]
The company’s first flagship offering, Bona Vita Coffee 8-in-1, became its signature product and served as the foundation for later expansion. As demand grew, the company introduced additional product lines and expanded its distribution throughout the Philippines, with ambitions for international growth. [1]
Products
Bona Vita’s product portfolio includes: [1]
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Bona Vita Coffee 8-in-1 – Herbal coffee blend
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BV Choco – Chocolate wellness beverage
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BV Collagen – Collagen supplement drink
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BV UVA Iced Tea
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BV Stemcell
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Additional nutritional and wellness products released under the Bona Vita brand.
Leadership
The company is managed by members of the Cerezo family: [2]
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Edgardo Cerezo – Founder and Chairman
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Terrie Cerezo – Co-Founder and Vice Chairman
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Jethro Cerezo – Chief Executive Officer (CEO)
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Edgar Jireh Cerezo – Chief Operating Officer (COO)
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Genesis Grace Cerezo-Bagdonas – Chief Financial Officer (CFO)
Mission
According to the company, Bona Vita’s mission is: [1]
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To promote health and wellness through healthier product alternatives.
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To provide livelihood and employment opportunities.
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To offer quality wellness products.
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To operate with Christian values and honor God in its business practices.
Vision
Bona Vita states that its vision is to become: [1]
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A pioneer in manufacturing quality health and wellness products.
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A globally recognized Filipino wellness brand.
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A world-class organic coffee company serving both domestic and international markets.
Business Model
Bona Vita combines conventional retail with a dealership and distribution network. Independent distributors and dealers sell products through online channels, physical outlets, and community-based sales. The company promotes entrepreneurship by allowing individuals to participate as authorized dealers and business partners. [1]
Brand Identity
The name “Bona Vita” is derived from Latin words meaning “good life.” The brand positions itself around the concepts of healthier living, wellness, entrepreneurship, and community development. Its marketing emphasizes natural ingredients, functional beverages, and opportunities for business ownership. [1]
Headquarters
Bona Vita’s listed headquarters is located at: [1]
311, 4th Floor, Armal Plaza Building, C. Raymundo Avenue, Pasig City, Metro Manila, Philippines.
Notes
Bona Vita markets several products with wellness-related claims. As with many dietary supplements and functional foods, such products are generally not intended to diagnose, treat, cure, or prevent disease, and consumers should evaluate health claims carefully and consult healthcare professionals when appropriate. The company itself includes this disclaimer alongside its product information. [1]
